• The project, developed by the Valencia-based company Brainstorm as part of the urban sandbox initiative, makes it possible to transform conferences and presentations into immersive experiences using augmented reality, without the need for glasses or special devices for the audience

• The pilot program is being tested at the Palau de Congressos with the aim of later evaluating its implementation in other municipal venues

• This pioneering augmented reality solution was applied to a series of clinical cases during the 38th National Congress of the Spanish Society of Medical Radiology (SERAM)

Valencia continues to establish itself as an urban innovation hub with the launch of the Edison AR pilot project, a technological solution developed by the Valencia-based company Brainstorm Multimedia that will transform conferences and presentations into immersive experiences using augmented reality and XR technologies.

The initiative is being carried out as part of Valencia’s urban sandbox and uses the Palau de Congressos as its testing ground—one of the municipal spaces designated for testing innovative solutions under real-world conditions. Paula Llobet, the councilor for Innovation, emphasized that this project “reinforces Valencia’s commitment to enabling innovative companies to validate their technologies in real-world environments, accelerating their development and bringing innovation closer to citizens and the city’s services.”

Edison AR allows presenters to interact in real time with three-dimensional digital content integrated into the auditorium screen, creating advanced visual experiences without requiring the audience to wear glasses or use specific devices. The goal is to improve audience engagement, understanding of the messages, and the communicative impact of events.

After being tested over the past few months at the Palau de Congressos, this technology underwent its first real-world trial during the recent 38th SERAM Congress, one of the most significant and largest scientific conferences held at the venue in 2026. This augmented reality solution was applied to a clinical case competition—an innovative and dynamic format featuring teams of young medical specialists from different countries. The implementation of Edison AR in this competition placed the contestants in a virtual ring in real time, adding a spectacular element to the event and validating the use of these cutting-edge tools at actual conferences.

Groundbreaking Innovation at the Palau de Congressos

“The urban sandbox allows us to turn the city into a space for responsible experimentation where Valencian companies can test solutions with real transformative potential. In this case, we are also helping to position the Palau de Congressos as an international leader in innovation applied to events and conferences,” Llobet said.

The testing lasts approximately nine months and is conducted in phases. During this period, the system is installed and calibrated, technical tests are performed, demonstrations are held at actual events, and training sessions are provided for the venue’s technical staff.

Key aspects being evaluated include the presenter’s interaction with real-time 3D content, the synchronization between physical and virtual elements, the integration of visual identity elements through augmented reality, and ease of use for both presenters and technical staff without advanced experience in XR technologies. The pilot also makes it possible to analyze the impact of this type of immersive presentation on audience attention and engagement, as well as the potential to expand this technology to other municipal spaces.

A scalable solution

“We want to see how emerging technologies such as augmented reality can improve the user experience and add value to the city’s strategic infrastructure. These types of projects help us identify solutions that can be scaled up and applied to other municipal facilities,” added the councilwoman.

The project introduces several distinctive features compared with existing market solutions, including glasses-free augmented reality for auditoriums, cloud-based content creation and management workflows, and a system specifically adapted to venues with complex lighting and visibility conditions.

Beyond validating the technology itself, the project will deliver long-term value for the city through specialised training, technical evaluation reports, institutional demonstrations, six months of complimentary use of the system, and favourable conditions for future deployments.

Brainstorm Multimedia, the company behind the project, has more than three decades of experience developing 3D graphics, augmented reality, and virtual production solutions for clients around the world. With Edison AR, the company has advanced its work in XR technologies applied to in-person events, which are currently in an advanced stage of development.